eSales Strategies | Email’s “Reach” & Rules for Building Your Database
eSales strategies through email marketing campaigns seem like a fabulous way to reach lots of clients easily, inexpensively and in a timely way with current information. It is important to know what your expected outcome is from any marketing program so you can gauge your results and not be disappointed when numbers fall short of high expectations. So, let’s explore some factors to creating effective marketing campaigns.
First of all, you must know your “email’s reach“. What is “email reach”? Email reach is a function of:
How many client/customer email addresses are collected
How many of the collected emails are put into your database
How many of those emails are error-free
How many clients/customers successfully receive the email
How many clients/customers OPEN the email
For example, if you have a client base of 1,000 people and are trying to build your database of
emails for marketing purposes, you:
That’s a total of 14.4% of your total client base that will actually see your email. Just see it. Depending on the content, sense of urgency, relevance and timeliness of the email, this number will further decrease. If you get a 10% response rate when you send out a “call to action” type of email, you now have about 14 clients out of a client base of 1,000 actually responding to you from an email.
So, what does this tell us? It tells us that the quality and depth of our email database is paramount in actually seeing results from an email campaign. Let’s look at some rules for accomplishing the first step – increasing the number of emails you collect.
Have Standard Procedures for email collection
Brainstorm with your team on creative ways to collect new emails
Define WHO does what and HOW
Rehearse a “pitch” and response to refusal
Define who puts the addresses into the database and how often
Regularly Request UPDATED Information
Add a note to the bottom of every email:
Changing jobs or email addresses? Remember to let us know of any email address changes!
Annual “Update Your Info” Campaign
Know which Clients have bad email addresses
View “Permanent Failures” when sending out an email
Follow up with those clients to get updated addresses
Update database with “auto-reply” responses that give you information on a new contact
Content must be kept professional, brief and to the point. Clients DO appreciate emails that have RELEVANT, timely information that will help them. Include a table of contents when necessary, and organize information logically. It’s ok, and preferable, to link to a website for more information. And please – don’t forget the “unsubscribe” language.
Article by Lynne LaFond DeLuca, Sr. Vice President